First Citizens: Retirement

10.03.15

Challenge: Encourage First Citizens’ customers, especially young adults, to adequately prepare for retirement.

Creative solution:

Showcase the worst possible outcome of being unprepared for retirement.

Present a recently retired man, who lives with his retired and elderly parents using all their resources while searching for ways to make money.

Elements of the campaign included: a television advertisement, radio adlibs, animated web banners, a social media campaign and press ads that offered snapshots of the result of the retired man’s unpreparedness.